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New Study: 58% Would Prefer Their Local Branch Close Rather than Face Increased Fees

 

Consumer Pulse Bank researchA new study of over 1,400 consumers, from market research firm Chadwick Martin Bailey, suggests that when forced to choose, bank customers would prefer a further drive to a full-service bank or a teller-less bank, to fee hikes or service reductions. Once viewed as essential to banking convenience, proximity to a full service bank is the first thing consumers are willing to give up. Other notable findings from the study regarding bank location and convenience include:

  • The perceived importance of a physical bank branch doesn’t match up with consumer banking behavior: Teller-less options, particularly mobile and online banking services, have reduced the need for branch visits. Sixty-seven percent of bank customers say that having a physical branch close by is very important, but even 41% of these customers visit fewer than 5 times per year.

  • Banks don’t have to be steps away to be seen as convenient: The “sweet spot” for branch convenience is relatively wide. Bank customers within ten miles of their bank branches say they are the most satisfied with branch convenience.

  • The idea of a teller-less branch is confusing for some customers: Teller-less branches (where sales professionals are available to answer product and service questions in addition to automated services) were seen by customers as less desirable than closing their local branch altogether, this counter-intuitive finding suggests that the concept will require banks to fully explain the benefits of the teller-less branch.

“These findings reveal that some aspects of the banking relationship, we once perceived as critical, are shifting,” says Jim Garrity, Managing Director of Chadwick Martin Bailey’s Financial Services practice. “Banks must offer alternatives to full-service branches, lower transaction costs without diminishing product sales, and at the same time educate customers by effectively messaging and communicating how these changes will affect service and behavior.”

Banks that will be successful in shifting away from the local branch model are those that will provide alternatives to physical branches that satisfy bank customers’ desire for convenience and service, and can pass along the savings from reduced overhead to their customers.

About this Research
This study was done as part of Chadwick Martin Bailey’s self-funded CMB Consumer Pulse program. A report with additional findings from this study is available as a free download from Chadwick Martin Bailey. Data was collected from 1,433 U.S. residents, aged 18 to 75, via a nationally representative online survey questionnaire within the United States. The survey was conducted by Chadwick Martin Bailey in February of 2012.

About Chadwick Martin Bailey
Chadwick Martin Bailey is a Boston-based custom market research firm that works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate data into simple, business decision-focused deliverables.

New Study from Constant Contact and Chadwick Martin Bailey Reveals Why and How Consumers Connect with Brands Online

 

Latest research details the similarities between Facebook® marketing and email marketing

WALTHAM, MA—March 27, 2012— The reasons that consumers “Like” businesses and nonprofits on Facebook and subscribe to their mailing lists are very similar, according to a new study conducted by Constant Contact®, Inc. (NASDAQ: CTCT) and research firm Chadwick Martin Bailey.  The study, which details the reasons why and how consumers “Like” pages on Facebook and subscribe to email lists, also revealed that consumers are more likely to opt in to receive communications from local businesses than national businesses in email and on Facebook.

“The parallels between email and social media marketing are strong because both are forms of permission marketing,” said Mark Schmulen, general manager of social media, Constant Contact. “Whether someone ‘Likes’ your page or ‘Opts-in’ to your newsletter, they are effectively giving you permission to communicate; one happens to be in the newsfeed and the other, in the inbox.  This study reveals the similarities behind ‘liking’ and subscribing as well as ‘unliking’ and unsubscribing.  The main reasons people unlike or unsubscribe have to do with relevancy and frequency.  Content isn’t king.  Relevant content is king.  Effective marketing is about earning your audience’s permission and delivering relevant and actionable content without being overly intrusive.  This data shows the importance of not just producing great, engaging content, but following best practices and finding the right balance between over-doing it and not communicating enough.”

 “While consumers decide to opt out of email and Facebook communications for very similar reasons, they also decide to opt in for similar reasons: to receive discounts and special offers,” said Kristen Garvey, vice president of marketing, Chadwick Martin Bailey.  “Consumers want great offers, and this is good news for marketers. Regardless of whether it comes through email or on Facebook, a great offer can be a front door to new business, and a really good opportunity to begin to build a long-term relationship with new customers.”

The study analyzed the behavior of 1,481 consumers ages 18 and older in the United States and revealed 10 key findings:

1)      Producing content that is not relevant and over-communicating drives consumers to unlike and unsubscribe (tweet this)

2)      Despite the widespread use of mobile devices, 84% of consumers primarily access email from their computers (tweet this)

3)      While 30% of consumers access Facebook from a mobile device, 82% prefer their computers (tweet this)

4)      The organization it is from and the subject line are the top reasons consumers open emails from a business or nonprofit (tweet this)

5)      Lack of interest and over-sending are the top two reasons consumers do not open emails from a business or nonprofit (tweet this)

6)      The top reason consumers subscribe to a business’s email list are to receive discounts and special offers (tweet this)

7)      Consumers primarily “Like” Facebook pages for discounts and promotions (tweet this)

8)      Consumers decide to opt in to email and Facebook for similar reasons (tweet this)

9)      Over-emailing and irrelevant content are the top reasons consumers unsubscribe from email lists (tweet this)

10)   A quarter of consumers prefer to opt in to local businesses over national businesses via email and Facebook (tweet this)

“Small businesses clearly have the edge over larger organizations.  By comparison, small business owners excel at customer experience and building lasting relationships. That personal touch translates exceptionally well through engagement marketing practices, including both email and social media,” said Schmulen.  “Relationships are the cornerstone of any business, and they are one of the top reasons that emails get opened. Additionally, a quarter of respondents indicated that they prefer to opt in to local businesses via email and Facebook over national businesses because of the personal relationships that they have with the organization.”

Resources

About Chadwick Martin Bailey

Chadwick Martin Bailey is a Boston-based custom market research firm who works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables.

About Constant Contact, Inc.

Constant Contact is revolutionizing the success formula for small organizations through affordable, easy-to-use Engagement Marketing™ tools that help create and grow customer relationships.  More than half a million small businesses, nonprofits, and associations worldwide rely on Constant Contact to drive ongoing customer dialogs through email marketing, social media marketing, event marketing, and online surveys.  All Constant Contact products come with unrivaled KnowHow, education, and free coaching with a personal touch, including award-winning customer support. 

Constant Contact and the Constant Contact Logo are registered trademarks of Constant Contact, Inc. All Constant Contact product names and other brand names mentioned herein are trademarks or registered

New Study: Consumers are Poised for a Radical Shift in TV Consumption

 

New study from Chadwick Martin Bailey finds 63% of consumers who watch TV or video on a tablet did so even when there was a TV available

CMB New age of TVA new study of over 1,400 consumers, from market research firm Chadwick Martin Bailey, uncovers major changes in how people are watching TV and movies, and the choices they make when it comes to the content they watch online. Once the domain of early adopters, more than half (54%) of all consumers have already tried alternatives to pay TV (i.e. Netflix, Apple TV, or a network’s website). An even greater shift is expected, with 16% of all pay TV customers saying they are likely to reduce their level of pay TV service in the next year. In addition to the notable findings below, a summary report is available for download from Chadwick Martin Bailey’s website.

This study finds consumers of all stripes would adopt online TV viewing more broadly once providers develop a simple, reliable, and cost effective solution. According to this study, many of the prerequisites for this shift are already in place.

  • The biggest screen doesn’t always win, even at home. Core viewing behaviors are changing; 63% of people who recently watched TV on a tablet say they used a tablet even though they had access to a television with the very same content available.

  • Streaming content is not only acceptable, it’s preferred. If mainstream consumers had an attachment to physically owning their content, they’re losing it. Respondents found streaming video twice as appealing as downloading and storing content on their own devices.

  • All of this is happening in the midst of a cost-cutting consumer mindset. Cost concerns came up again and again in the findings, as the main reason for dropping pay TV, for cutting back on pay TV, and for never signing up for pay TV in the first place. Even 1 in 5 of pay TV’s most valuable subscribers (highest ARPU) say they are likely to cut back in the year ahead.

  • Online viewing is already more common than one might think. Over half of all consumers, not just early adopters, have gotten a taste of viewing TV and/or movies online via services like Netflix, Apple TV, Hulu, or a network website.

“These findings show every part of the consumer TV and movie watching experience is up for grabs,” says Jon Giegengack, Director at Chadwick Martin Bailey. “In the digital music revolution, the primary shift was in how music was bought and stored. When it comes to TV and movies, everything has the potential to change: whom consumers buy from; how much they pay (if they pay at all); and the range of times and places offering viewing opportunities.”

“Consumers are ready to embrace a new method of accessing TV content,” agrees Peter Fondulas, CMB’s co-author on the project. “They’ve got motive, they’ve got interest, and a majority have already begun kicking the tires. What’s missing now is the right platform and offer—something easy to use, understandable, reliable, and affordable. Various players are working hard to come up with that solution; as we learned from the music industry, the first one to offer it effectively will be in an extremely strong position.”

About this Research
This study was done as part of Chadwick Martin Bailey’s self-funded CMB Consumer Pulse program. A report with additional findings from this study is available as a free download from Chadwick Martin Bailey. Data was collected from 1,493 U.S. residents (aged 16-75 who have high speed internet access at home and watch at least two hours of television programming per week), via a nationally representative online survey questionnaire within the United States. The survey was conducted by Chadwick Martin Bailey in December of 2011.

About Chadwick Martin Bailey
Chadwick Martin Bailey is a Boston-based custom market research firm that works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate data into simple, business decision-focused deliverables. For more information visit http://www.cmbinfo.com.

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Chadwick Martin Bailey Names Andrew Wilson Account Director

 

Andrew Wilson Chadwick Martin BaileyBoston, MA February 13, 2012 - Chadwick Martin Bailey (CMB) has appointed Andrew Wilson as Account Director.  Andrew brings nearly a decade of research and consulting experience to CMB.  He has helped many Fortune 1000 companies answer their most difficult strategic questions by designing sophisticated qualitative and quantitative research that asks the right people the right questions at the right time.

In addition to Andrew’s consulting experience, he has taught qualitative and quantitative research techniques to clients interested in collecting the Voice of the Customer independently.  He has also published articles on new product development, conjoint analysis, and best practices for using online user generated content (UGC).

Most recently Andrew served as an Account Executive at Applied Marketing Science, in Waltham, MA, where he was a lead consultant within the company’s Product and Process Innovation division.  Before this, Andrew spent 4 years at STAT, Inc. managing and advising clients on retention and product development. Andrew earned an MS in Marketing Science from Bentley College.

“Andrew’s varied research experience will be a tremendous asset to our clients,” comments Jim Garrity, Vice President at Chadwick Martin Bailey. “His passionate thought-leadership and consultative approach make him a perfect fit for Chadwick Martin Bailey.”

About Chadwick Martin Bailey
Chadwick Martin Bailey is a Boston-based custom market research firm who works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base.  Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables. 

Media Contact: Megan McManaman
mmcmanaman@cmbinfo.com
Phone: 617.986.7424

Companies Need to do More With Customer Feedback

 

Chadwick Martin Bailey research reveals 35% response rate to negative comments

Customer Satisfaction ResearchA recent Consumer Pulse study of over 1,400 U.S. consumers conducted by Boston-based custom research firm, Chadwick Martin Bailey (CMB) and iModerate Research Technologies, looked at why customers complete customer satisfaction surveys, and what they expect from companies and brands in return.

The study found customers give feedback as part of their 'job' as a consumer, 57% say they give feedback to help improve the company.

And customers don’t see themselves as passive consumers but rather as empowered—actively participating in helping companies improve how they do business. When customers do have a negative experience they expect feedback or a response from the company, and most often this is not what they receive. The research shows that only 35% of consumers recall getting a response from a company the last time they shared a negative experience.

"Customer satisfaction research is about much more than the data you get back, it’s about the opportunity to engage and often recover your customers after a bad experience,” says Jeff McKenna, Senior Consultant at Chadwick Martin Bailey. "Most companies asking customers about a recent experience don’t take advantage of this opportunity to turn a service failure around. There is a real disconnect between the research and the action that needs to be taken; closing the door before closing the loop is a missed opportunity."

The desire to help companies improve, and widespread dissatisfaction with companies’ response were also two predominate themes in iModerate’s one-on-one conversations with 21 Americans over age 18.

In the words of some of the respondents:

"The hope for change is definitely a motivator; I would not want someone else to have a bad experience."

"If the business wants to know how they are doing for their customers, then it is good to help them by giving them feedback, whether positive or negative. And that makes you feel like perhaps you have helped them."

"If they're going to respond, I'd like it to be specific enough that it looks like a person read my comments and is responding to what I said. Not just a “thank you, have a nice day” kind of response."

The good news for companies is that half of customers complete satisfaction surveys to share a good experience, versus 35% who do so to register a complaint against the company. When companies respond personally, they have a chance to reconnect and deepen their relationship with their customers.

About the Research

The study was done as part of Chadwick Martin Bailey’s self-funded CMB Consumer Pulse program. A report with additional findings from this study is available as a free download from Chadwick Martin Bailey. Data was collected from 1,481 adults (aged 18 and over) via a nationally representative online survey questionnaire within the United States by Chadwick Martin Bailey in October of 2011. In addition, iModerate Research Technologies conducted one-on-one online conversations to gain a deeper understanding of what motivates consumers to participate in customer satisfaction surveys.

About Chadwick Martin Bailey

Chadwick Martin Bailey is a Boston-based custom market research firm who works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables.

Info: www.cmbinfo.com.

About iModerate Research Technologies

iModerate Research Technologies is a leading qualitative market research firm with a distinct approach to uncovering the most meaningful insights. Based in Denver, Colorado and founded in 2004, iModerate is known for pioneering and championing the online one-on-one. With over 100,000 conversations to our credit, and an in-depth knowledge of how consumers think and behave, we have helped countless organizations obtain the insights that matter most to them.

Info: www.imoderate.com

New Study Reports Nearly 1 in 5 People Made a Purchase After Scanning a QR Code

 

Study from Chadwick Martin Bailey and iModerate Research Technologies finds half of smartphone owners have scanned a QR code.

QR Code PulseA recent Consumer Pulse study of over 1,200 U.S. consumers conducted by Boston-based custom research firm, Chadwick Martin Bailey (CMB) and iModerate Research Technologies, looked at how people are using QR codes and what they’re looking for when they scan. The study also looks at what will motivate consumers to make it part of their purchase process.

Quick Response, or QR codes, are everywhere from print advertisements to public transportation and websites, and while only 21% know QR codes by name, nearly all respondents reported having seen the ubiquitous black and white squares. For smartphone owners, whose devices are capable of scanning the code, QR codes are becoming a part of the purchase process. Half of smartphone owners surveyed had scanned a QR code, and nearly 20% of them made a purchase after scanning, indicating a willingness to make QR codes part of the purchase process for tech-savvy shoppers.

“Consumers are curious about QR codes and the information they can get,” notes Jeff McKenna, Senior Consultant at Chadwick Martin Bailey. “But companies need to understand what consumers expect from a scan whether it’s more information, a coupon, or exclusive offer. Companies who use QR codes successfully to drive engagement or sales will be those who meet customer expectations and offer compelling reasons to scan.”

The study also looked at ease of use, with 70% of those who scanned finding scanning to be a very easy process. Results were more mixed when respondents were asked to rate the usefulness of the information they got from scanning the code, only 41% reported the information they got to be useful.

To fully contextualize this research, iModerate conducted one-on-one conversations with 22 Americans over age 18. In the words of respondents:

“[I] received [a QR code] at the hotel front desk and used it to download their mobile app. Then I had full access to reservations, rewards, etc. [It gave me] easy access to reservations while mobile … simple, clean, no long issues, delays or any other frustrations.”— Past User, female, 55 to 59

“I think it would be good if QR codes could be used for special events for stores when they are having a sale and only the people who use QR codes would know about it.”— Never Used, female, 25 to 29

“I tend to see them for things I really do not care about. I have a smartphone but have never downloaded the app. I also do not have any friends or know anyone who has. It doesn't sound like something fun for me.”— Never Used, male, 30 to 34

As QR codes and similar technologies allow companies to engage customers closer to the point of sale, manufacturers will begin to take advantage of its growing role in the purchase process.

About This Research
This study was done as part of Chadwick Martin Bailey’s self-funded CMB Consumer Pulse program. A report with additional findings from this study is available as a free download from Chadwick Martin Bailey. Data was collected from 1,228 adults (aged 18 and over) via a nationally representative online survey questionnaire within the United States by Chadwick Martin Bailey in October of 2011. In addition, iModerate Research Technologies conducted one-on-one online conversations to more fully contextualize their holiday shopping plans.

About Chadwick Martin Bailey
Chadwick Martin Bailey is a Boston-based custom market research firm who works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables. For more information visit http://www.cmbinfo.com

About iModerate Research Technologies
iModerate Research Technologies is a leading qualitative market research firm with a distinct approach to uncovering the most meaningful insights. Based in Denver, Colorado and founded in 2004, iModerate is known for pioneering and championing the online one-on-one. With over 100,000 conversations to our credit, and an in-depth knowledge of how consumers think and behave, we have helped countless organizations obtain the insights that matter most to them. For more information please visit http://www.imoderate.com

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New study reports over one-third of people plan to shop on Cyber Monday

 

Study from Chadwick Martin Bailey and iModerate Research Technologies finds free shipping is top promotion motivating online shoppers.

Cyber Monday 2011Boston, MA (PRWEB) November 18, 2011-A recent Consumer Pulse study of over 1,400 U.S. consumers conducted by Boston-based custom research firm, Chadwick Martin Bailey (CMB) and iModerate Research Technologies, looked at how people are planning their Black Friday, Cyber Monday, and gift buying this holiday season. The study also looks at what drives shoppers to and from the retailers who want their business.

Cyber Monday—the Monday after Thanksgiving when online retailers historically offer steep discounts and special promotions, is gaining ground with its in-store counterpart Black Friday in terms of expected activities. While it still lags behind Black Friday in volume of sales (according to ComScore, Cyber Monday is the heaviest online shopping day of the year with sales topping $1 billion in 2010, compared to the same year’s Black Friday sales of $10.6 Billion) 38% of people plan to shop on Cyber Monday while a nearly identical percentage (39%) plans to shop Black Friday. And it’s not a zero sum game, 61% of Cyber Monday shoppers will also be searching stores for deals the day after Thanksgiving.

Online retailers have clearly taken notice and are making strong preparation,” says Jeff McKenna, Senior Consultant at Chadwick Martin Bailey. “You will be seeing a big push by online retailers concurrent with Black Friday events as they seek to attract online shoppers. Knowing that many Black Friday shoppers also intend to shop online, they are a prime target for online offers.”

The study also looks at promotions motivating holiday shoppers, more than half (52%) of online shoppers list free shipping as the number one motivation to purchase. In-store or online, consumers are on the hunt for deals, only 15% plan to spend more, half plan to spend the same as last year, and nearly a third intend to spend less.

To fully contextualize this research, iModerate conducted one-on-one interviews with 22 Americans over age 18. In the words of holiday shoppers:

“I want to get more gifts but spend the same amount of money. I will try harder to use coupons and look for good deals than in previous years.” - Female, 30 to 34

“Sales and coupons are very important. I keep my eye out for sales, especially online. I'll usually look out for coupons for my grocery shopping, stocking stuffers, and decorations.”- Female, 25 to 29

About This Research

This study was done as part of Chadwick Martin Bailey’s self-funded CMB Consumer Pulse program. A report with additional findings from this study is available as a free download from Chadwick Martin Bailey. Data was collected from 1,481 adults (aged 18 and over) via a nationally representative online survey questionnaire within the United States by Chadwick Martin Bailey in October of 2011. In addition, iModerate Research Technologies conducted one-on-one online conversations to more fully contextualize their holiday shopping plans.

About Chadwick Martin Bailey

Chadwick Martin Bailey is a Boston-based custom market research firm who works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables. http://www.cmbinfo.com

About iModerate Research Technologies

iModerate Research Technologies is a leading qualitative market research firm with a distinct approach to uncovering the most meaningful insights. Based in Denver, Colorado and founded in 2004, iModerate is known for pioneering and championing the online one-on-one. With over 100,000 conversations to our credit, and an in-depth knowledge of how consumers think and behave, we have helped countless organizations obtain the insights that matter most to them. For more information please visit http://www.imoderate.com

Chadwick Martin Bailey Launches New Customer Experience Management Software: Pinpoint Suite

 
Leveraging over 25 years of customer satisfaction research experience, Pinpoint Suite drives management action and improves performance at every level.
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Boston, MA – October 27, 2011 – Chadwick Martin Bailey (CMB), a Boston-based custom market research firm, today announced the launch of Pinpoint Suite, a customizable collection of web-based tools to improve the usefulness of customer feedback. Pinpoint Suite integrates with existing customer feedback measurement programs to let managers proactively build and strengthen customer relationships and effectively lead performance improvement in their organizations.

“While companies are spending millions of dollars to measure customer satisfaction, they lack the tools to identify, translate, prioritize, and act on the data they get,” notes Chadwick Martin Bailey, COO T.J. Andre. “CMB found two-thirds of companies report difficulty in translating the data from their customer satisfaction programs into business improvements.  Pinpoint Suite fills the gap between the data pipeline and actual insights and business improvements; maximizing existing program investment, and allowing non-analysts to turn data into action.”


“It’s an application based on basic process improvement: identify a critical issue, determine how to fix it, plan and take action, and, finally, measure the result,” continues CMB Senior Consultant, Jeff McKenna.  “The simple-to-use reports and tools enable all employees responsible for managing customer experience to go through each of these phases to make informed decisions and set clear plans of action.”

Pinpoint Suite goes beyond traditional customer experience management tools; it engages managers at each level of the organization and is customized to support specific roles within the company. At the executive level, Pinpoint Suite’s enterprise-wide insights and tools help ex­ecutives prioritize decisions, set plans, and allocate resources.  For managers, Pinpoint Suite lets them “close the loop” on systemic issues by providing tools that clearly identify problems to fix, list potential solutions, enable a planning mechanism, and track the results of the actions taken. Real time insights let front-line staff identify, understand, and resolve individual service fail­ures as they occur. Pinpoint Suite combines state of the art analytics with customized, highly-usable, and engaging tools to make high-impact business decisions.

Click here for more information

About Chadwick Martin Bailey
Chadwick Martin Bailey is a Boston-based custom market research and consulting firm who works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base.  Founded in 1984 by Anne Bailey Berman and Dr. John Martin, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables.  www.cmbinfo.com

 

New Research from Constant Contact & CMB Highlights Need for Brands to Engage Consumers on Social Media

 

Study of Consumer Behavior on Twitter® Echoes Facebook® Research; Shows Followers More Likely to Buy, Recommend

WALTHAM, Mass.--(BUSINESS WIRE)--Consumers who follow brands on Twitter are more likely to both buy and recommend those brands’ products, according to a new study of consumer behavior on Twitter conducted by Constant Contact®, Inc. (NASDAQ: CTCT) and research firm Chadwick Martin Bailey. The study’s key findings echo a previous study conducted by the two companies of consumer behavior on Facebook, and also revealed that more consumers are turning to Twitter to connect with their favorite brands: one-third of brand followers surveyed reported interacting with brands more this year than they did last year.

“It’s also important to realize that consumers are selective—they really want the inside scoop about the brands they follow. Social media platforms like Facebook, and increasingly Twitter, offer companies an opportunity to listen, learn, and engage.”

“For brands, simply broadcasting content and talking at consumers doesn’t fly anymore. Consumers want more than just good content; they want interactive content. And they don’t just want to hear from brands; they want to be heard and acknowledged by the real people behind the brands. More than ever, marketing is about building relationships, and Twitter is a great channel for this type of two-way interaction,” said Mark Schmulen, general manager of social media, Constant Contact. “Similar to what we saw in our previous study of behavior on Facebook, the quality of relationships between brands and consumers on Twitter is high. Consumers are selective as to which brands they follow, but they are extremely loyal to those that they do follow. Consumers are both more likely to buy and recommend products from a brand they follow on Twitter.”

“The research confirms that Twitter, while still early in its lifecycle, is growing as a tool for consumers to connect with brands. Nearly half of those who reported using Twitter have been doing so for less than a year, and a third of brand followers reported using the tool to connect with brands more than ever before,” said Kristen Garvey, vice president of marketing, Chadwick Martin Bailey. “It’s also important to realize that consumers are selective—they really want the inside scoop about the brands they follow. Social media platforms like Facebook, and increasingly Twitter, offer companies an opportunity to listen, learn, and engage.”

The study analyzed the behavior of 1,491 consumers ages 18 and older throughout the United States and revealed ten key facts:

1) 60% of brand followers are more likely to recommend a brand to a friend after following them on Twitter (tweet this)

2) 50% of brand followers are more likely to buy from a brand after following them on Twitter (tweet this)

3) Consumers follow brands on Twitter for exclusivity, promotions and to be “in the know” (tweet this)

4) 50% of consumers on Twitter go online more than once an hour (tweet this)

5) Nearly half of consumers on Twitter have been tweeting less than one year (tweet this)

6) 79% of consumers on Twitter follow fewer than 10 brands (tweet this)

7) 75% of consumers have never “un-followed” a brand on Twitter (tweet this)

8) One-third of brand followers are interacting with brands more this year than last (tweet this)

9) Consumers on Twitter read posts from brands much more than they tweet about brands (tweet this)

10) Consumers on Twitter under age 35 are more likely to follow brands than older users (tweet this)

“The fact that consumers rarely ‘un-follow’ brands on either Facebook or Twitter suggests that the majority of interactions between brands and consumers online are positive,” said Schmulen. “This data, combined with the results of our first study, is significant for Constant Contact’s small business customers. It shows that for organizations willing to engage, Facebook and Twitter are both great platforms for building customer loyalty and driving positive word of mouth. Small businesses in particular have an advantage over larger and better-resourced organizations, because they already understand the importance of providing a great customer experience and building lasting relationships.”

Tweet this headline: New Data from @ConstantContact and @CMBInfo Highlights Need for Brand Engagement on Social Media

Resources

  • Read the full report on consumer behavior on Twitter: http://bit.ly/nNgru7
  • Read Constant Contact and Chadwick Martin Bailey’s report on consumer behavior on Facebook: http://bit.ly/qohqCB
  • To learn more about how Twitter and Facebook can help businesses, check out the Social Media Quickstarter, Constant Contact’s free online resource to help small businesses get started and successful with social media: http://www.socialquickstarter.com/

About Chadwick Martin Bailey

Chadwick Martin Bailey is a Boston-based custom market research firm who works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables. www.cmbinfo.com

About Constant Contact, Inc.

Constant Contact is revolutionizing the success formula for small organizations through affordable, easy-to-use Engagement Marketing™ tools that help create and grow customer relationships. More than 450,000 small businesses, nonprofits, and associations worldwide rely on Constant Contact to drive ongoing customer dialogs through email marketing, social media marketing, event marketing, and online surveys. All Constant Contact products come with unrivaled KnowHow, education, and free coaching with a personal touch, including award-winning customer support.

Constant Contact and the Constant Contact Logo are registered trademarks of Constant Contact, Inc. All Constant Contact product names and other brand names mentioned herein are trademarks or registered trademarks of Constant Contact, Inc. All other company and product names may be trademarks or service marks of their respective owners.

New Research from Constant Contact and Chadwick Martin Bailey Shows Facebook® Fans More Likely to Recommend a Brand, Buy Products

 

describe the imageFacebook fans are more likely to recommend a brand to their friends after they  become a fan themselves, according to a recent study of consumer behavior on Facebook conducted by Constant Contact®, Inc. (Nasdaq: CTCT) and Boston-based research firm Chadwick Martin Bailey. The study also reveals that over half of the respondents are more likely to buy a product from a brand after becoming a fan, and that Facebook is the platform of choice for consumers looking to interact with their favorite brands online, topping both Twitter® and LinkedIn®.

“This really shows that consumers are on the site for a good chunk of the overall time they spend online, and once they ‘Like’ your brand, they are often your fans for good.”

“This data reinforces the need for businesses to be active on Facebook,” said Mark Schmulen, general manager, social media, Constant Contact. “Consumers are not only willing to connect with brands on Facebook, but those that do are also more likely to buy from and recommend brands to their friends. The key is remembering that it’s not just about getting the ‘Like;’ it’s about what you do to keep your fans engaged when they aren’t right in front of you. This means posting content that will both help you to build stronger relationships as well as to compel fans to share your content with their friends. The ability to easily share content across a wide network is what makes Facebook such a powerful referral engine.”

The study analyzed the behavior of 1,491 consumers ages 18 and older throughout the United States and revealed ten key facts:

1) Consumers interact with their favorite brand on Facebook far more than other social networks (tweet this)

2) 56% of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook (tweet this)

3) 51% of consumers said they are more likely to buy a product since becoming a fan on Facebook (tweet this)

4) 52% of those who go online said that they spend at least one hour a week on Facebook (tweet this)

5) 76% of consumers said they have never “un-liked” a brand on Facebook (tweet this)

6) 77% of consumers said they interact with brands on Facebook primarily through reading posts and newsfeeds (tweet this)

7) 78% of consumers who “Like” brands on Facebook said they “Like” fewer than ten brands (tweet this)

8) 58% of consumers said they “Like” a brand on Facebook because they are a customer (tweet this)

9) 45% of consumers said they spend most of their time on Facebook in the newsfeed (tweet this)

10) 69% of consumers said they want to hear from some brands on Facebook more than others (tweet this)

“Two of the more interesting data points that we found were that consumers spend at least an hour each week on Facebook and that 76 percent of consumers have never ‘un-liked’ a brand,” said Kristen Garvey, vice president, marketing, Chadwick Martin Bailey. “This really shows that consumers are on the site for a good chunk of the overall time they spend online, and once they ‘Like’ your brand, they are often your fans for good.”

“The fact that the majority of users never ‘un-like’ a page indicates that most interactions between brands and consumers on Facebook are positive,” said Schmulen. “It not only gives marketers a great opportunity to reach consumers, but it also enables them to build deeper connections with consumers who are likely to amplify positive word-of-mouth online. This demonstrates the importance of not only having a strong presence on Facebook, but also the importance of being active, listening, responding and providing shareable content on a daily basis.”

The full report can be viewed at http://www.socialquickstarter.com/content/103-10_facts_about_consumer_behavior_on_facebook.

To learn more about how Facebook can help businesses, check out the Social Media Quickstarter, Constant Contact’s free online resource to help small businesses get started and successful with social media at http://www.socialquickstarter.com.

About Chadwick Martin Bailey

Chadwick Martin Bailey is a Boston-based custom market research firm who works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables. www.cmbinfo.com

About Constant Contact, Inc.

Constant Contact is revolutionizing the success formula for small organizations through affordable, easy-to-use Engagement Marketing™ tools that help create and grow customer relationships. More than 450,000 small businesses, nonprofits, and associations worldwide rely on Constant Contact to drive ongoing customer dialogs through email marketing, social media marketing, event marketing, and online surveys. All Constant Contact products come with unrivaled KnowHow, education, and free coaching with a personal touch, including award-winning customer support.

Constant Contact and the Constant Contact Logo are registered trademarks of Constant Contact, Inc. All Constant Contact product names and other brand names mentioned herein are trademarks or registered trademarks of Constant Contact, Inc. All other company and product names may be trademarks or service marks of their respective owners.

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